McDonald’s recent campaign ‘Create Your Taste’ – where customers are able to create their own burgers – has been regaled the “most transformative” experience the fast food chain has done by Daniel Lee, senior director – digital experience lead APMEA at the company.

“This is probably one of the most transformative experiences McDonald’s has done in recent times,” Lee told an audience at ADMA’s Global Forum yesterday.

“We’ve been telling customers for years about our burgers. They’re 100 per cent beef, there’s no pink slime, the chicken nuggets do not contain chicken feet,” he said.

It’s been a massive boon for the brand on social platforms, he said, as people want to suddenly take photos of this burger that’s personal to them.

And on the price front too, it’s been quite a heaver.

“You don’t need to be a data scientist to figure out that a meal that sells for $12 or $14 has a higher average cheque than a value meal which is $8 or $9, so it’s doing really well as far as a financial view,” he said.

While the Create your taste burgers used to come out to customers on boards with a basket of chips, Lee joked they had to stop that as people kept stealing the baskets.

Aside from the campaign, the fast food brand has a number of digital wildcards up its sleeve, which Lee teased the audience with yesterday.

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